With the development of mobile communication technologies, people can now engage in seamless communications with family members and coworkers, both in the home and workplace domains. When promoting a new mobile communication technology (e.g., 5G network), firms may be tempted to emphasize how the technology can strengthen communication with others both within and across the two domains with the hope to garner better purchase rates. Yet, research has suggested that people may perceive mobile communication with others who belong to the same domain vs. those from the other domain differently. Thus, care may need to be taken in promoting the technology to potential users with consideration of their location domain and the communication target. Via a field experiment, we show that, when promoting such technology in the home domain, highlighting a prevention orientation of the mobile communication would promote greater purchase rates. However, in the workplace, when the target of communication is set to be coworkers, highlighting a promotion-focused communication worked better, whereas it is the prevention-focused communication that engendered a higher purchase rate when the target of communication is family members. These findings not only help practitioners in designing more effective promotional messages in promoting a mobile communication technology, but also contribute to our understanding about the nuanced differences in the nature of mobile communication that is more appealing to users under the different within- and cross-domain communication scenarios.
Phang, David; Fang, Zheng; and Liao, Chengcheng, "Effectiveness of Highlighting Different Communication Orientations in Promoting Mobile Communication Technology in the Workplace vs. Home: Evidence from a Field Experiment" (2023). JAIS Preprints (Forthcoming). 80.
Available at: https://aisel.aisnet.org/jais_preprints/80